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Kor J Aesthet Cosmetol > Volume 5(2); 2007 > Article
Kor J Aesthet Cosmetol 2007;5(2): 91-109.
피부미용실 고객의 불만족 요인과 불평행동에 관한 연구
예춘정, 황종호
A study on complaining behaviors by the aesthetic salon consumers
Chun-Jung Yea, Jong-Ho Hwang
ABSTRACT
The purposes of this study were to examine the major significant factors contributing to the dissatisfaction of aesthetic salon consumers and to study the interrelationship between these factors and complaining behaviors which were the variable of response of consumers, e.g., negative inform by word of mouth, unwillingness to go to the aesthetic salon, and pursuit of reward. The study subjects were 616 aesthetic consumers who had experienced several aesthetic salons in Taegu city for the last 6 months. The study was performed from Aug 20, 2004 to Sep 10, 2004. The results were as follows. First, the most frequent consumers in aesthetic salons were single women in twenties. Face skin was the most frequent area of aesthetic services, and aesthetic was done once in a week or two weeks mostly. aesthetic salons where the most consumers received services were not attached to the dermatology clinics. Second, complaining behaviors manifestated by the negative inform by word of mouth of mouth were affected by the quality of service and the price. The unwillingness to go to the salon was affected by the quality of service, the price, the environment of the salon, and the accessibility by the location. The pursuit of reward was affected by the price, the environment of the salon, and the equipment in the salon. The suggestions can be offered as follows: First, there are many selection attributes of aesthetic salons, which are studied to the scholar, but in domestic not yet have been studied to the complaining behavior of dissatisfied aesthetic salon consumers Second, there are many of active complaining behavior for attribute dissatisfied to the aesthetic salon, the quality of service, the price the environment of the salon, the accessibility by the location and the equipment in the salon. In conclusion, 1) it is needed to develope a aesthetic program for satisfying the consumer's needs, 2) it is necessary to set up a reasonable and acceptable price which aesthetic providers and consumers can agree with, 3) it is necessary to provide a retraining course for improving kindness and skills, and 4) we should make an optimal managing system for each aesthetic salon.
Key words: Complaining behaviors, Aesthetic salon consumers
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